DS Challenges BMW & Mercedes In Europe

DS Automobiles is the upmarket luxury car division of Peugeot Citroen, which sells its Citroen DS range of cars in a different sales environment. Citroen believes DS can be its answer to Audi, BMW and Mercedes-Benz, and as part of this new luxury image. Staring with United Kingdom, there will be two types of DS dealer – a DS Store and DS Salon. Each will give a bespoke service, and all will be situated in “prominent locations”.

What’s the difference between the DS dealers? Here is the definitions by the French car brand.

DS Salon: the smaller of the two

, these can be incorporated into Citroen dealer buildings, but most have bespoke DS flooring, ceiling, walls, sales desk and customer reception. There must be a DS totem outside, and have at least three DS cars in the showroom, with more available for demonstration drives.

DS Store: a bigger retail-style outlet, which the firm calls a “luxury boutique”. Everything will be bespoke to DS: the colours, furniture, lighting, mood music, even a DS essence fragrance. Five cars will be on display, there’ll be a DS virtual configuration screen (with HTC headset), bespoke customer car park and even a merchandise shop. Oh, and Nespresso machines.

The firm is basically promising a “French boutique hotel” experience to customers, what will be high end, bespoke and engaging. It will be “highly qualitative” and customer service will be “high end” as well.